Advertising

No Branding Required.

There aren’t many brands that can get away with removing all brand identity from their advertising. McDonalds is one of them that can. The product is so ubiquitous that the purveyor of fast food can not only remove the golden arches, they don’t even have to show product.

McDonald’s has created a series of outdoor ads in recent years that have boldly expressed just how deeply the fast-food brand is embedded in our collective consciousness. McDonalds Canada created a series of outdoor ads that used cropped sections of the golden arches as a wayfinding mechanism. McDonalds France used a series of rain-streaked cityscapes to promote their delivery service. Although minimal in design, there is no doubt that this is McDonald’s. The latest from Leo Burnett UK, not so much.

This new series of posters from Leo Burnett for McDonald’s UK has taken renowned typographer David Schwen’s type sandwiches and created, well, type sandwiches.

There is no mention of McDonald’s anywhere on these yet you know exactly what they are from the ingredients listed. That is definitely a Big Mac and a Filet o Fish. This could be applied to the majority of the McDonald’s sandwich line with a similar effect.

“McDonald’s is a leader, only a handful of global brands can communicate like this. The redacted and graphic nature of this latest campaign exudes the confidence McDonald’s and its iconic products deserve.”

Pete Heyes, Creative Director at Leo Burnett.

It’s a pretty bold move and one that not many brands could pull off. A global brand like McDonald’s can get away with, and does with great effect.

Art or Ads?

Since 2010, Bombay Sapphire has partnered with the Rush Philanthropic Arts Foundation to showcase artwork from multicultural artists through its Bombay Sapphire Artisan Series competition.

To encourage votes for 2019’s competition, BBDO New York created a Google Chrome extension called Artifier’ that replaces banner ads with works of art. Viewers who see a piece of artwork that catches their eye can click on that painting to vote for the artist behind the piece of work. Voting ended on Nov. 7, but the extension is still available.

I really like what Bombay has done here. it’s a nice workaround if you don’t have an ad-blocker running in your browser. It promotes the artist competition, shows Bombay’s commitment to the arts, and it gets rid of all the targeted advertising that gets rammed down your throat with every browsing session. This is a subtle way to promote the Bombay brand without using heavy-handed advertising tactics. Plus my guess is that Bombay knows after most people install the extension, they won’t turn it off so it will continue to promote the Bombay brand all year. Clever.

Miller Lite The Original Social Media

During the height of the internet boom of the late 1990s and early 2000s one of my favorite TV commercials was the Miller Lite spot “Evil Beaver” produced by Traktor. Like so many ads at that time the commercial was completely insane and unlike any beer commercial being run at the time. The thing is though, it did its job. It was fun, memorable, associated the product with the brand and got people talking. And it was part of a larger campaign that tied everything together with a single tagline “Art Directed by Dick”. All of the Miller Lite spots were well-produced, clever, and really thought out, but “Evil Beaver is the one that stuck with me. (probably because it’s so off the wall)

FAst forward to 2019/2020 and Miller lite has scored another home run as far as I’m concerned. Working with DDB Chicago. they are playing into the current zeitgeist of people pulling away from social media and the backlash of fake followers, likes, and the overwhelming need for continuous engagement in these spaces.

Building on its campaign positioning of Miller Time as the ‘original social media,’ Miller Lite is bringing a limited number of its dark-coloured Offline Cans to bars across the country to inspire more drinkers to take a break from social media and spend time with friends over a beer. The limited-edition matte black cans will be available in more than 500 bars and taverns in 27 states starting this week. Miller Lite’s Offline Can will be supported by two new TV ads, social media (ironically) and a point-of-sale marketing campaign that aims to inspire drinkers to invite friends for a night out over Miller Lite.

In select bars where the cans are available, Miller Lite will reward some drinkers for going offline with their own Miller Lite Offline Can, where permitted and while supplies last. Using Facebook’s new ‘SideFlix’ technology, bar-goers can invite their friends to join them in putting down their phones and ‘going offline’. If the group collectively puts their phones down for 30 minutes, they could be eligible to receive a Miller Lite Offline Can. SideFlix is a digital experience using Facebook Instant Games and Facebook Messenger that offers friends the opportunity to share in a connected experience across their devices when they’re together in real life (IRL).

Both DDB and Miller Lite saw the potential to leverage this technology to encourage and reward ‘device-down’ connection when friends spend time together over beers. Miller Lite is one of the first brands globally to utilize Facebook’s SideFlix and this is a first-of-its-kind experience for Molson Coors Beverage Company. Created by DDB Chicago, Miller Lite’s new 15-second spots, meanwhile, focus on missed connections — people staring at their phones instead of interacting with friends. Like the first ‘It’s Miller Time’ spot, ‘Followers’ that began airing in fall, the new ads finish with the tagline: ‘Here’s to the original social media.’

Sometimes You Have To Toot Your Own Horn A Little.

I have been maintaining this blog site for more than 10 years now, and it has also been a place to showcase my portfolio and resume for freelance and contract opportunities. For the last 5 of the 10 ten years, I’ve been posting to Modular 4, I’ve been saying to myself I really need to create a separate site that is exclusively focused on the work I’ve been doing and remove the portfolio and resume form here. Unfortunately, life just always got in the way. I’d think about it, procrastinate, fiddle around with a new site layout, get caught up in something else, forget about it, try to come back to it and never actually get anything done.

Well, guess what? I finally got off my butt and got something done. The new site for Wade Johnston Graphic Design features projects that I have worked on over the last 10 plus years, and services offered. It took me long enough, but the site is finally live. So I’m tooting my own horn and saying I’m open for business. That’s a bit of a lie though, I’ve been open and doing design business for the last 30 years. That doesn’t mean I’m not open to new opportunities though, so if you need design and advertising help give me a shout. I’ll be updating the new site regularly with new featured projects and projects that showcase specific skills, so if you are interested check back every so often. I’m also in the process of connecting the new SquareSpace site to my social media accounts so new pages and posts should start populating publically soon.

I’ll continue to post here but within the next few weeks, the menu items for my portfolio and resume will be removed. This website will continue to be what it has been for the last decade, a place where I can sound off about whatever I want, however, I want. If you have been one of the people that have read my posts here over the last 10 years, thanks. I really appreciate it.

If you hop over to the new site, I hope you like what you see.

The Time Shop for Chick-Fil-A

I’m probably going to be the odd man out here, but I’m not a fan of Chick-Fil-A. Not for politically correct reasons. I simply don’t like their fast food. Now, with that said it doesn’t mean the don’t have some great advertising. Marie Hyon, of Psyop has pulled out all the stops in her latest work for the chicken chain crafting “The Time Shop” which extends the message of “Together Time” that McCann put together for Chick-Fil-A this holiday season.

This is such a great example of excellent copy/script writing, high production value animation, and a well thought out concept being brought to fruition for the holiday season. The video below is the full two minute online version of the piece. I haven’t seen the 60, 30, and 15 edits. It’ll be interesting to see how they maintain the storyline through the broadcast versions, especially the 15 second cut.

Director: Marie Hyon
Executive Producer: Justin Booth-Clibborn
Senior Producer: Suzie Cimato
Assistant Producer: Simone Miller
Designer: Victorior Wanchana Intrasombat, Pedro Lavin, Samantha Ballardini, Felipe Hansen, Robin Joseph, Andrew Serkin, Dionisius Bangun, Marie Hyon
Storyboard Artist: Ben Chan
Lead Technical Director: Briana Franceschini
Previz Artist: Pat Porter, Nick Dubois, Doug Litos,
Modeler: Eric Cunha, David Soto,Anne Yang, Ieva Callender, Briana Franceschini, Brian Kim, Chris Santoianni, Pedro Conti, Kevin Ferrara, Ryan Kirkwood, Casey Reuter, Krista Albert
Additional Modeling: Aldrich Torres, Nitesh Nagda, Leonstudio, Basilic Fly
Look Dev/Lighter: Ieva Callender, Briana Franceschini, Matthias Bauerle, Eric Cunha, Brian Kim, Thao Dan Nguyen Phan, Anne Yang, Kwan Au, Susie Hong
Lead Animator: Pat Porter
3D Animator: Nick Dubois, Doug Litos
Lead Rigger: Zed Bennett
Rigger: Ohad Bracha, Daishi Takishima
Groom FX: Eric Cunha, Ieva Callender, Briana Franceschini, Chris Santoianni
VFX: Eban Byrne
Cloth/Hair Sim: Jordan Harvey, Scott Hubbard, Daishi Takishima
2D Lead: Matthias Bauerle
Compositor: Aaron Baker, Matthias Bauerle, Herculano Fernandes, Manu Gaulot, Lane Jolly, Tingting Li, Carl Mok
Compositor Assistant: Keigo Tanaka
Matte Painter: Felipe Hansen, Pedro Lavin, Marie Hyon
Editor: Loren Christiansen

A Little Christmas Rapping and Home Shaming from IKEA

According to Stash, this is IKEA’s first Christmas TV spot. Somehow that doesn’t seem right to me. I swear I’ve seen holiday-themed ads for IKEA in the past. Maybe this is the first one for IKEA UK.

The spot was put together by the UK VFX powerhouse Electric Theatre Collective. A cast of toys and tchotchkes come to life revealing the hard truth about a family’s home with a bit of rapping and “home shaming”.

Mother has put together something with rock-solid production value that was directed by Tim Kuntz. The 3D animation and live-action footage work really well together and that rabbit cookie jar absolutely creeps me out.

The original track was overseen by Dave Bass and Arnold Hattingh at “Wake the Town”, and the rap was voiced by the legendary MC D Double E.

It’s a fun piece that clocks in at a minute thirty so it’ll be interesting to see how they do the 15/30 edits for broadcast.

Agency: Mother

Production: MJZ
Director: Tom Kuntz
Producer: Emma Butterworth
Production Manager: Daniel Gay
Production Designer: Chris Oddy

VFX/post: Electric Theatre Collective
VXF Producer: Magda Krimitsou
VXF Coordinator: Larisa Covaciu
VXF Creative Director: James Sindle
2D Lead: James Belch
3D Lead: Patrick Krafft
2D Artists: Chris Fraser, Tomer Epsthein
3D Artists: Jordan Dunstall, Ryan Maddox, Mark Bailey, Remy Herisse, Edwin Leeds, Gregory Martin, Nikolai Maderthoner, Will Preston, Stefan Brown, Adrian Lan Sun Luk, Piers Limberg, Zach Pindolia, Olivia Grimmer, Romain Thirion, Richard Fry
Colorist: Luke Morrison

You’re Going to Fall in Love with Colonel Sanders Finger Licking Good Dating Simulator.

This afternoon while looking at a number of video sites for inspiration on a freelance project, I came across the video below. It led me down a deep rabbit hole, (or would that be a chicken hole?) of advertising and marketing material that has been produced for KFC by Weiden & Kennedy and Psyop.

The game, “I Love You, Colonel Sanders! A Finger Lickin’ Good Dating Simulator” was created by entertainment/advertising company Psyop for the fried-chicken brand taking the player through a three-day culinary school adventure. As the main character, your storyline involves earning your degree, supporting your best friend, and improving your culinary chops. But more than anything else, this is a dating simulator game, so the ultimate objective is to land the svelte Kentucky-fried colonel that is looking just as hipster as KFC’s CGI Instagram influencer version of the man.

The game was released on September 24th through Steam and is available to play for free. While this might seem like an odd marketing play by KFC it actually ties in with a number of other efforts they have produced in the past. Including a virtual reality nightmare of an employee training program and an 8-bit Atari-style game also starring the Colonel.

Graphics

The graphics are really well done. The game is flush with lush backgrounds, which frankly would into any high production shoujo anime like Special A. The characters, too, are appropriately well-rendered, blinking and pouting in a dynamic enough way to suggest some two-dimensional humanity. Not only that, the food illustrations actually look appetizing as well.

The dialogue trends toward slightly juvenile and cheesy, but with enough self-awareness that many of the lines can definitely be read as ironic. Just look at the culinary school’s deliberate mouthful of a name: “University of Cooking School: Academy for Learning.” That reads like something auto-translated by Google from Japanese to English.

Like most Choose Your Own Adventure games, this is fairly standard click ‘n’ go. But Psyop was smart enough to add some mini-challenges to switch it up, including a timed quiz and a turn-based battle against something called a “spork monster.” It’s definitely not dynamic enough to hold a person’s attention for, an extended amount of gameplay, but more than sufficient for the one or two playthroughs that a normal person is going to undertake.

Psyop introduces a whole host of characters to help flesh out the world-building of this game. There is best friend Miriam, a spectacles-wearing Professor Dog (head of the cooking school of course), villainous Ashleigh and Van Van, small-statured boy, you have sentient kitchen appliance Clank, the forgettable Student (yes, that’s his actual name), and, of course, the hot hipster Colonel.

Of course, all of these characters pale in comparison to the star of the game: Colonel Harland Sanders. The Colonel is the brand spokesperson and they have gone to lengths to present him in ways to help extend the reach of the KFC brand with a younger target audience.

This is such a solid way to use gamification to promote KFC, introduce a new line of products like the Mac n Cheese Bowls. It also ties in with their social media efforts and TV spots which have been leaning to more humor since the Colonel was reintroduced in 2015. KFC is promoting the game in all of their social channels while cross-promoting othe campaigns like “Rudy III KFC Wings”. The overall strategy put together by W+K for KFC just works. It’s offbeat enough to get your attention. The humor is memorable and reflective of the quality copywriting that has gone into every touchpoint. And more importantly, it works which is evident in how well the brand has done over the last four years. By taking risks and leveraging the Colonel’s off-beat personality and drive to sell chicken give them permission to do things like the Colonel Sanders bearskin rug stunt or a hot tub that looks like a bucket of chicken.

There is an entire campaign built around the Rudy III theme on Facebook, Twitter, and YouTube